Ugly Primo
Ugly Primo is an online virtual personality and puppet created by Need Pastel’s founder in 2018.
Through social media, Primo became an ambassador and connector of Latino culture through the creation of art and music expressed with a culturally relevant and humorous approach. His work often includes pop culture references that give broader audiences access to Latino culture.
About
Despite the Latino population accounting for 18% of the U.S.population, only 3% of Latino people are represented in mainstream media. Ugly Primo was born out of a natural interest to create fun and memorable work and immediately resonated with a largely Latino audience, highlighting the spectrum of the Latino experience in the U.S. and authentically creates a narrative that resonates with a broader audience.
Social
With over 50,000 followers across social media platforms, Ugly Primo’s content consistently resonates with Millennials and Gen-Zers in the Latino community and beyond.
Ugly Primo has worked with various clients including Bad Bunny, Coachella, J Balvin, Baja Beach Fest, Juanes, Anuel AA, Complex, World Star, Remezcla, Telemundo, Foos Gone Wild, and more. From the creation of online illustrations, to branded videos, Ugly Primo works closely with brands to make authentic content to reach a broader Latino audience.
